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Talk Shop is our video series where we talk to lifecycle marketers about what's actually happening in their day-to-day. The messy stuff, the wins, the tools they're using, the problems they're trying to solve.
In this episode, Naomi West chats with Will Pearson, co-CEO and co-Founder of Scalero, an agency that helps companies navigate lifecycle marketing challenges, refining their programs to drive meaningful results.
This conversation gets into what AI is actually good at (transactional messaging, reducing clicks, running more tests), what it's not great at yet (brand voice without serious training time), and why the future might look less like AI replacing marketers and more like marketers becoming air traffic controllers for hundreds of campaigns running at once.
Will also shares why hyper-personalization isn't always the answer, how a mistakenly deployed Danish email became one of Vivino's best performers, and why surprise still matters even when you can personalize everything.
